Product Life Cycle Of “PEPSI BLUE”

What is Product Life Cycle?What is Product Life Cycle?

Four Stages Every Product Goes through Four Stages Every Product Goes through from its Introduction to Withdrawal.from its Introduction to Withdrawal.

– IntroductionIntroduction

– GrowthGrowth

– MaturityMaturity

– DeclineDecline

Pepsi Blue: Its failure and strategies for relaunching

PepsiColaPepsiCola

Pepsicola Pepsicola JourneyJourney

ChiefChief

CompetitorCompetitor

Purpose to LaunchPurpose to Launch The move to make a brightly-colored version The move to make a brightly-colored version

of the flagship Pepsi brand was boosted by of the flagship Pepsi brand was boosted by 2001’s introduction of Mountain Dew Code 2001’s introduction of Mountain Dew Code Red, which had bumped PepsiCo’s Mountain Red, which had bumped PepsiCo’s Mountain Dew division sales up 6%Dew division sales up 6%

It was launched to compete with Coca-cola’s It was launched to compete with Coca-cola’s Vanilla Coke.Vanilla Coke.

The Indian Cricket Team was having a The Indian Cricket Team was having a successful run after the 2003 Cricket World successful run after the 2003 Cricket World Cup. The color of their jersey was blue & Cup. The color of their jersey was blue & therefore PepsiCo attempted with Pepsi Blue therefore PepsiCo attempted with Pepsi Blue to support the team and its mega fan club to support the team and its mega fan club

55 P’s Of Pepsi BlueP’s Of Pepsi Blue::

1.1. ProductProduct: A Cola-Berry fusion with : A Cola-Berry fusion with Blue 1, Red 40 coloring agents.Blue 1, Red 40 coloring agents.

2.2. PlacePlace: Mexico, Panama, : Mexico, Panama, Colombia , Costa Rica, India, Colombia , Costa Rica, India, Australia, New Zealand, Jamaica, Australia, New Zealand, Jamaica, CanadaCanada

3. Price3. Price It was made available in 300 ml It was made available in 300 ml

returnable glass bottles priced at Rs.8returnable glass bottles priced at Rs.8 500 ml PET bottles, at Rs.15500 ml PET bottles, at Rs.15 Non-returnable, 250-ml Pepsi bottles, Non-returnable, 250-ml Pepsi bottles,

priced at Rs.12 each.priced at Rs.12 each.

People

Use of Brand ambassadors like, ShahRukh Khan, Telugu popular actor Pawan Kalyan

Indian cricket team for advertisement

Reasons of failureReasons of failure

• The taste of Pepsi Blue was like cotton The taste of Pepsi Blue was like cotton candy with a berry and much more candy with a berry and much more sugary and syrupy than regular cola.sugary and syrupy than regular cola.

• It was tinted using Blue 1, a highly It was tinted using Blue 1, a highly controversial coloring agent banned in controversial coloring agent banned in numerous countries at the time.numerous countries at the time.

• Sugary taste was not accepted by the Sugary taste was not accepted by the consumers.consumers.

StrategiesStrategies: :

Pepsi Blue could come up with the Pepsi Blue could come up with the different taste than berry flavor, i.e. strong different taste than berry flavor, i.e. strong fizzy cola to attract youth segmentfizzy cola to attract youth segment

Advertisements focusing on repositioning Advertisements focusing on repositioning of Pepsi blue which has eliminated the of Pepsi blue which has eliminated the sugary taste factor.sugary taste factor.

The taste should be immediately change, The taste should be immediately change, since it’s competitors taking due since it’s competitors taking due advantage because of Pepsi’s sweeter advantage because of Pepsi’s sweeter tastetaste

Contd.. Scheme: To complement the launch of

Pepsi Blue, the company came up with a major promotional drive Pepsi Predikta Jackpot’.

Movie Selling: Advertisement in the movie The Italian Job (2003 film)

Indian Tagline: Drink Pepsi Blue. Cheer for the men in blue.

Moreover, Pepsi should start creating its awareness about duplication of its products these days …….